VIVA MAGAINE: The International Woman’s Magazine {circa. January 1977}

Cover Photograph by the iconic HELMUT NEWTON (hence, the undoubtable chic-ness of this image). Published by icons Bob Guccione and Kathy Keeton of PENTHOUSE fame, this is a prime piece of classic porn chic.

First coined in a highly influential New York Times article in 1973, porno chic describes a distinct period between 1969 and 1984 where American pornos were hitting the mainstream consciousness and pocketbooks hardcore. Andy Warhol kicked it off in 69 with Blue Movie, and films like Deep Throat, Behind the Green Door, Caligula, The Opening of Misty Beehtoven, A Night at the Adonis, and Flesh Gordon are among the films that encapsulate the Golden Age of Porn.

But it wasn’t just about the films. This period also saw a surge of amazing publishing prowess seen by magazines like PLAYBOY, HUSTLER, OUI, and of course PENTHOUSE dominated the scene, but for the first time publishers turned their attention to the female gaze, and offered pleasures like PLAYGIRL and VIVA with the male form objectified freely and openly to ease the tensions of the day.

I know it seems cliche to say, but its about the articles, too! Especially adult magazines of this period, you will find some powerful political, cultural, and historical content that just can’t be beat! Some of the articles included in this VIVA Magazine include:

The Blue Angel: Inside New York’s Naughtiest Night ClubMinnie Riperton Raps About FashionThe Real Brenda VaccaroThe Naked CowboyDustin Hoffman & Robert Redford on set of “All the President’s Men”Do You Have What It Takes to Be Happy?

Not going to lie; what really stood out to us was the top story on the cover: HOW TO MAKE LOVE LIKE A WITCH!

The things they targeted their demographics with back in these times is fantastic! Imagine if they had published topics like this today?? People would have a fit! But, seriously we need more of this!

That’s just what makes this piece so god damn amusing. Keep pieces like this for entertaining treats for your guests- some pop culture, history, and a little eye candy.

They don’t make them like they used to …

And I always get a kick with cigarette ads from this period. They are always so special and great. Like this one:

Just out in the park picking flowers and placing them in my pretty flower basket and smoking a cigarette. . .

+LADY BE COOL+

I don’t know how things have taken such a drastic turn. It’s rather sad, really…but luckily, we do have pieces like this to remind us of these lost times.

This is a rare item especially considering the super sensual and chic Helmut Newton cover, and VIVA being of lesser popularity as PLAYBOY or even PLAYGIRL. If you have any questions? Send us a message to the.eye.of.faith@gmail.com

Don’t panic, this is just a transition. It’s just been announced this week Playboys Chicago headquarters will be closing their doors, and editorial, art and photo departments will be moving to California to continue publishing the magazine. But no word on the fate of other departments which will still run from the Chicago location.

“Some of the magazine’s Chicago employees have been asked to relocate, while others have been asked to stay on in Chicago to ensure a seamless transition,” Playboy spokeswoman Theresa Hennessey said in a statement.

Hefner acknowledged the upcoming changes himself in an October 2012 interview: “I think we’re probably going to be doing that out of economic concerns, yes,” Hefner said. “We will be probably consolidating on the West Coast.”

The magazine was established from a Chicago apartment in 1953, but it wasn’t until 1975 that Hefner relocated to L.A. and founded the Playboy Mansion we know and love.

Today we pay homage to the fine art department that endured for so many years with some of our favourite Playboy covers.

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